SAP Emarsys has unveiled a significant update to its product suite for February 2024 aimed at assisting marketers to build and execute successful AI-driven omnichannel campaigns.

The update focuses on three key areas: Omnichannel Excellence, Marketer Intelligence, and A Composable, Extensible Platform.

Under Omnichannel Excellence, a pilot integration with LinkedIn allows brands to engage new buying audiences with personalised ads and offers seamless lead acquisition and real-time contact import. The SMS platform now supports customised URLs, enabling the use of branded domains in SMS campaigns. Emarsys’ Mobile Wallet feature, launched last year, has been upgraded to allow post-launch modifications and the addition of an expiry date feature.

In the realm of Marketer Intelligence, Emarsys users can leverage generative AI through Emarsys’ AI Subject Line Generator. Marketers can also benefit from robust Event Monitoring, which provides a comprehensive breakdown of customer events.

Under A Composable, Extensible Platform, marketers can benefit from new Tactics for the Utilities industry. The Emarsys platform has been made more flexible and extensible with the introduction of additional Tactics for Mention Me, through integration with its Customer Advocacy Intelligence Platform.

Additional upgrades to Emarsys’ cloud infrastructure support customers with greater scale and reliability; up to 6x faster processing speeds for cloud-based contact segments; up to 90% faster customer data matching in Emarsys’ Relational Data system; and more secure asset distribution for clients with multiple business units.

"Making artificial intelligence as transparent, accessible, and easy to use as possible enables them to use AI in a relevant, reliable, responsible manner," Global Head of Product Marketing at SAP Emarsys, Kelsey Jones, stated. "It’s the foundation of game changing campaigns that make a meaningful difference to your customers – as well as to predictable, profitable business outcomes."

SAP Emarsys partners with more than 1,500 companies from global enterprises to fast-moving mid-market brands across industries, with an emphasis in the retail space.